4 Ways to Win at
Local Content Marketing
Aaron Agius
When it comes to marketing content to local customers,
you have to take a unique approach
- the tactics that work for big businesses aren’t going
to resonate with the target audience
in your town. So what do you need to do differently?
Here, I’ll discuss a new approach for marketing
content to local customers.
1. Feature local
experts in your content.
Most local marketers focus nearly all their content on
their business alone,
but there are a lot of benefits to also bringing in other
local experts
related to your niche. Incorporate quotes and
interviews with local experts,
or find other ways to feature them in your content
through collaboration.
As long as they’re not your direct competitors, you can
work with them
to create a mutually beneficial relationship to expand your
audience base.
Besides, keeping all your content focused on
your business alone
sets you up for some limitations. For one, you miss out on the fact that 92
percent of consumers trust third-party recommendations more than brand
content. At the same time, sharing content through influencers can increase conversions by three to ten times.
If you’ve taken the time to feature others in your
content,
it won’t be very difficult to encourage them to share it
with their audiences as well.
2. Look for
opportunities to boost your local prowess.
One of the most basic marketing tactics to find local
customers is by hosting
or participating in local events, which I definitely
recommend as well. Some options include:
Becoming an event sponsor
Attending trade shows
Donating goods or services to a good cause
These are not only good networking opportunities to build
brand awareness,
they’re also great fodder for content creation. Take and
share pictures from an event
and create blog posts about the experience. Another
important way to boost your local prowess through content is by taking
advantage of trending news opportunities. Use Google Trends
to research what people are talking about in your local
area. If there’s a relevant topic
related to your niche, you can write about it on your
blog. Google favors prominent news
in SERPs, so you’re likely to get a boost
there for relevance.
If you can be considered an expert on a topic,
then you can also build local prowess by offering quotes
to journalists for news stories.
Just sign up for Help A Reporter Out (HARO). Journalists
post queries on this platform
that you can respond to; getting you and your brand
in the news.
3. Focus heavily
on encouraging reviews.
This is an important strategy for businesses of any size,
but positive reviews are even more crucial for local business success. If
you’re working on building your local SEO, the first step is
getting set up on Google My Business. This makes it
possible for you to show up in Google’s specialized local search results. Your
reviews appear prominently within those results.
This user-generated content is going to have a major
impact on whether people decide to visit
your business’s website from searches. Considering
that 74 percent of people primarily use portals like Google to find
local businesses, this is an area you can’t ignore.
Additionally, Google reviews aren’t the only areas
that you on which you should target your focus. Just as endorsements from
influencers boost your credibility, reviews from happy customers on review sites - your website and search
engines
- will help draw in more customers.
4. Take advantage
of paid social media
When many small businesses plan their marketing budgets,
they write off paid social media
as a content distribution option that’s out of their
means. However, there are a few points
that demonstrate how the strategy is actually completely
essential for your business.
For one - organic engagement on social media is falling.
It has been on Facebook for a while, and not
coincidentally,
this began around the time the platform started offering
paid content distribution options.
It’s no mystery why Facebook, Twitter, and others want to
encourage brands to use
their paid options; they favor those over organic
posts. Effective social media marketing
is no longer free. Another important point is that
paid social media is really quite affordable,
even for small businesses. All the platforms have
small minimum advertising investments
and give you complete control over how much you’re
willing to spend for impressions, engagement, clicks, etc.
These platforms
have a plethora of super-specific demographic information.
They put the most relevant promoted posts in front
of the right audience.
Just take a look at what Facebook Audience Insights can
tell you about your target audience
based on location, age, interests, Facebook behavior,
purchasing behavior, and more.
A lot of what makes content great doesn’t have to do with
business type.
But if you want to be optimally effective at content
marketing to local customers,
there are some strategies you should follow that apply to
your unique situation. Take advantage
of the advice in this post to jumpstart your efforts to
engage with local customers effectively.
https://www.entrepreneur.com/article/275838?utm_source=Latest&utm_medium=site&utm_campaign=iScroll
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